Google’s new trademark policy, which will allow in certain circumstances the use of registered trademark names by non-trademark holders within an ad copy, will become effective on June 15th, 2009. Under Google’s current trademark policy, trademark names can be used without restrictions only in keyword lists. Trademark holders can request that Google bar the use of their trademarks in ad copies.

Under the new policy, however, resellers of a trademarked product and sellers of component parts to the product or product accessories will be able to use the trademarked names without restrictions. Unimpeded use of trademarks will also be extended to informational reviews and articles or written content providing general information about a trademarked product.

While it is true that Google’s more permissive policy will likely result in increased sales, trademarked companies still remain worried about the effect of having their brand names used by Internet advertising services.

Last Thursday, Google employee Dan Friedman wrote a statement on the company’s web site saying that Google’s decision was fueled by a desire to fall in line with the rest of the industry. “We are adjusting our trademark policy in the U.S. to allow some ads to use trademarks in the ad text,” Friedman wrote. “This change will bring Google’s policy on trademark use in ad text more in line with the industry standard.”

Previously, Google had maintained a strict rule of not selling trademarked terms as keywords. This was because the sale of such search terms to rival companies would enable some companies to use the trademarks in their ad copies so that related searches would pull up more links to the rivals’ web sites than links to the web site of the actual trademark owner. In other words, rivals could use a competitor’s trademark.

Such a case, many argue, could prove disastrous for companies that have spent years building up the popularity of their trademarks. At the same time, a set up like this would be incredibly profitable for Google, which does not distinguish between trademark owner and rival when looking for the highest bidder of a search keyword.

As part of its impetus for changing its trademark policy, Google cited the current policy’s inability to allow companies that sell multiple brands of products to use the name of their own brands in their purchased Google advertisements. This means that if you are a phone system provider, you can advertise specific types of phone systems in your ad copy. The new policy will also allow individuals who “don’t own a trademark, or who don’t have explicit approval from the trademark owner, to use it” under certain circumstances. These new parameters for trademark use, wrote Google’s Friedman, “will help you [i.e. advertisers] to create more narrowly targeted ad text that highlights your specific inventory.”

Google is offering to investigate any claims of trademark abuse by trademark owners. However, it has stated that advertisers are ultimately liable for the keywords they decide to employ in their advertisements. Google will begin taking ads containing trademarked terms this Friday.

The news of Google’s new policy change have many industry insiders worried that the move will inevitably result in a slew of legal battles. Already Google’s announcement comes at the heels of recent lawsuits filed against the Internet giant. The first of these was filed by the sales management software maker Firepond, who argued that Google should not be allowed to sell keywords containing a company’s trademark to competitors.

A similar lawsuit filed by Rescucom against Google was revived in April 2009 after having been dismissed in court in 2006. American Airlines also sued Google in 2007, claiming that by selling the keyword “American Airlines” to others, Google was letting people “seek a free ride on the reputation and goodwill” of the American Airlines name.

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My route to work each morning takes me past what is left of the New York Flower District. Passing the palm trees, orchids, rhododendrons and azaleas that line 28th Street, I think about the day ahead- what needs to be done, what I’m looking forward to. The plants and flowers themselves remind me of the passing of the seasons: Halloween pumpkins are replaced by Thanksgiving wreaths and later Christmas trees, which make way for red Valentine’s day roses and then Easter lilies as winter thaws into spring. These transitions help keep me in the present, aware of the “now.” While it might not be the traditional silent, chanting meditation, my daily walk focuses my mind for the tasks ahead.

Thinking about what you see on your way to work can be a powerful starting place for focusing your vision for your business. Chances are, you became a business owner because you wanted to be in charge- setting the pace, the goals, and the mission for your company. Focus and clarity is so important, especially if you hope to be an effective leader.

Prepare yourself for your day by observing what’s around you. Whether you walk to a towering office building or just down the hall to your home workstation, be present- set the tone for your day, and clear your mind before getting to work. Ask yourself what you want to accomplish, and maintain this focus- don’t get bogged down by the little details or daily tasks that can chip away at your larger mission. Sometimes a little morning meditation is all it takes to put everything in perspective, allowing yourself the freedom to grow your business the way you want to.

Believe in you.

Yes, we are in an economic recession, but that doesn’t mean that starting your own business today is impossible or even especially difficult. The recent boom in online start-up companies is an example of how entrepreneurs all over the world are using new technology to launch their businesses with little money to start. So if you are thinking about venturing out into the world of entrepreneurship, here are tips from people who have experience running their own business.

1. Write your business plan down

When you’re starting a new business, potential clients or investors could present themselves at any given moment, so it’s important that you be prepared to talk about your business idea in a compelling and concise manner. Write down your plan on paper. It will help you work out any inconsistencies or flaws in your business model.

2. Surround yourself with supportive people

Regardless of how great you think your business idea is, not everyone will be ecstatic about it. As an aspiring entrepreneur, it’s important that you have a good support network. Every business owner will face tough times, and it’s essential that you don’t let yourself get discouraged by anyone.

3. Don’t work for less than you can afford to

When you’re starting a new business, it’s important to build a strong customer and client base. One good way of doing this is to offer discounts to those who sign on for your services. However, don’t go overboard by charging them less than you can afford to.

4. Stay open-minded

Being an entrepreneur means always adapting to new circumstances. Be flexible in your thinking. Markets and demand for products and services change all the time. The successful business owner must likewise be able to change the way he works and runs his company.

5. Build a reference network

As you attend business meetings and industry conferences, you will meet other professionals who might not need your services specifically but who might be able to help by referring potential customers to you. Always be on the lookout for potential partners.

6. Learn from mistakes

Every new business owner makes mistakes. It is part of the learning process as you set out to start your own company. The key is to know how to admit mistakes and learn from them.

7. Get trained

As an entrepreneur you will be responsible for handling a variety of different jobs at once, some which might fall outside your area of expertise. You don’t need to master each skill, but try to at least have some working knowledge of them. You can google anything and find the answer. Or, you can sign up for a day class or seminar to learn as you go. Knowledge in these areas will come in handy as you work to build your business.

8. Avoid isolation

Aside from a network of clients, customers and partners, it’s good to keep a community of fellow business owners and entrepreneurs around you. Such a network allows you to bounce ideas, vent and share your success.

9. Schedule some down time

When starting a new business, work will take up most of your time. Schedule in some leisure time to relax and recharge your batteries. It can be easy to get carried away with work. Too much of it will leave you burnt-out.

10. Confirm orders

Confirm business orders personally and as fast as possible, especially those requested by email. Like phone manners, email manners are important to building your image.

11. Delegate

Knowing how to delegate work is one of the most important qualities of successful business owners. You can’t do everything yourself. Look for good payroll companies, lawyers, online marketing professionals, and web designers.

12. Maintain good relationships with your banks and lenders

Staying on good terms with your banks and creditors is key when you’re launching a new business enterprise. Having your finances in order means you can focus on the many other tasks involved in making a new business profitable.

13. Keep your eyes on the big picture

Always be on the lookout of new innovations and directions in which to take your business. Remember that the ability to spot opportunities and create opportunities is one of the most important qualities of a successful entrepreneur.

14. Keep work and personal life separate

Being your own boss requires discipline. You have to set your own hours and stick to self-imposed deadlines and timetables. It also means knowing how to keep your personal life and business life separate. If you work from home, set up a separate working area.

15. Hire smart people

Good entrepreneurs know how to recognize talent. If you find someone who seems to have energy and a good head on their shoulders, bring them on board. The better your team is, the more chances your enterprise has of succeeding.

16. Learn phone manners

Always return business calls promptly and be available to answer client complaints or problems. Having good phone manners is essential to building a professional reputation.

17. Seek advice from people who know what they’re talking about

The best people to request business advice form are those who have proven themselves as capable entrepreneurs and business owners. Sign up for a peer-to-peer networking group with other entrepreneurs to discuss potential ideas or problems. Our new Vantage program allows for just that.

18. Have an existing customer base

If possible, build an existing and loyal customer base before launching your business. This involves marketing your idea, telling people and getting the word around so that you can see whether there is in fact a demand for your new product or service.

19. Keep your goals specific

Always have a specific business goal to work towards. This will help you stay focused and moving towards specific targets.

20. Know your industry

Never go into a business that you know nothing about. If you have an idea that relates to an industry that you are unfamiliar with, do your research first before embarking on the new venture.

21. Don’t worry too much about funds

When you are first developing a business idea, don’t focus too much attention on how to get funds or resources. These will come later. The most important thing is coming up with a good idea and a good business plan. Once this is done, finding funding will be easier.

22. Be financially prepared

Most new business go through their initial investments very quickly. Before you launch your business, make sure you have sufficient initial funds to cover you for the next year or two.

23. Make quality your primary concern

Businesses stay in business by providing quality services and products. Quantity is not as important as knowing how to treat customers well and making their experience pleasant and memorable. Quality is what keeps customers coming back.

24. Take advantage of the internet

Take advantage of online business communities like LinkedIn and BusinessWeek Exchange to connect with others for your business needs. The internet is free and incredibly useful for spreading the word about your business to potential clients all over the world.

25.  Be prepared for failure

Failure is not a bad thing, provided you take it not as a permanent defeat, but as a learning experience. Most start-ups fail. This shouldn’t discourage you. Good entrepreneurs know how to get back up and start again.

I shared a podium yesterday with Aldonna Ambler - an award winning entrepreneur and founder of TheGrowthStrategust.com. She has the BEST ADVICE for writing a business plan that I have ever heard. When you start, she said, keep it simple. Before you start answering the questions though she strongly recommended taking a pile of about 10 sticky notes or sticky mailing labels and write DAMNED IF I KNOW on each one. Just write as fast and as much as you can. You CAN DO THIS - it is your business, your dream, your passion. As you are quickly whipping through the questions - when you come to one you can’t answer just stick your Damned If I Know sticker on it and keep going, answering the questions that you can.

Once you finish all the questions with written answers or a Damned If I Know sticker, talk with your accountant or CFO, seek expert advice on the M3 Message board or talk with your coach to help you with those answers. Most of the Damned If I Know questions will probably be financial ones, and that’s OK. You will quickly complete you plan and be ready to learn from the reactions, questions and suggestions you get by showing it to others.

By the way, if you need more than your 10 Damned If I Know stickers you probably need to do more work on your basic business concept, target market and financials before you can move the plan to completion.

Believe in you.

In the past year, Twitter has become one of the top online social sharing sites allowing people and companies to broadcast quick, daily snippets. Regular people as well as major celebrities and politicians use Twitter to keep their fans and followers updated on their everyday lives. The world’s top business executives are also using Twitter to keep members of the business community informed as to the state of their respective companies. And, if you follow them, you’ll be the first to know about business deals and events. Here are just some of the biggest names in business that are on Twitter.

1. Richard Branson

Richard Branson, 58, is a knighted, English industrialist estimated to be the 236th richest person in the world according to 2008’s Forbe’s magazine list of billionaires. He’s most famous for his Virgin brand, which now includes more than 360 companies, including Virgin Airways and Virgin Records. His estimated net worth comes out to approximately $2.5 billion USD. His flamboyant and eccentric style and his appearances in shows like The Colbert Report have gained him notoriety in the U.S. On Twitter, you can find out about his upcoming events and learn where to submit your questions to him.

2. Steve Case

Steve Case, 50, is an American business executive, most famous for being the co-founder and CEO of America Online. He gained major notoriety beyond the business world when he headed the merger the $164 billion merger between AOL and Time Warner in 2000, though the merger turned out to be highly problematic. Case resigned from Time Warner board of directors in 2005 and is now focused on working with Revolution LLC, a holding company he founded that same year. On Twitter, Case keeps his followers updated on board meetings and his opinions on the news of the day, from White House politics to the swine flu scare.

3. Kevin Rose

Robert Kevin Rose is a 32-year-old entrepreneur from Redding, California. He’s well known for having co-hosted The Screen Savers, a television show on TechTV, and for his Internet start-ups, the most famous of which is Digg.com, a social news website, where users can post up links to current news stories and comment on them. Stories on the site can be voted up or down. According to Rose, Twitter is a great way for him to quickly make company announcements and share interesting bits of information with people.

4. Tony Hsieh

Harvard graduate Tony Hsieh is the chief executive officer of Zappos.com, an online shoe, clothing, and accessories seller. Before helming Zappos, he sold an internet advertising network, LinkExchange, to Microsoft for $265 million. Hsieh uses Twitter to build a strong company culture and keep customers up to date on the latest Zappos offers and developments.

5. Jason Calacanis

Jason McCabe Calacanis, 38, is an American Entrepreneur who got his start as a blogger. His second online venture relied on the growing popularity of blogs and was eventually sold to AOL. Today, Calacanis runs the “user-powered” search engine Mahalo.com. This site lets people search for information in various categories including, sports, cars, news, entertainment, technology, health and travel. Calacanis says Twitter.com is useful, as it allows Mahalo to give its superfans news and information ahead of time to get their reactions and gauge what the general response to a new product or service might be.

6. Michael Arrington

J. Michel Arrington, 39, is the founder of TechCrunch, a blog that covers technology start ups in Silicon Valley and the field of technology throughout the U.S. He is mentioned often in magazines like Wired and Forbes as one most influential people when it comes to internet businesses and technology. He was also selected in 2008 as one of TIME’s most influential people. Arrington uses Twitter to post links to TechCrunch’s latest blogs.

7. Jack Dorsey

Dorsey, 32, is the creator and chief executive officer of Twitter. He is a software architect whom BusinessWeek called one of technology’s brightest entrepreneurs. Dorsey says that Twitter is the best way to get feedback from users on what the company is doing well and what it should do next.

8. Loic LeMeur

Loic LeMeur is a renouned French blogger. He was the vice president at Six Apart, a software company, after it merged with the blogging company Ublog. Le Meur served as advisor on Internet-related topics to Nicolas Sarkozy during the latter’s presidential run. Today, LeMeur is CEO of Seesmic, a provider of online conversation services. He uses Twitter to as a 24/7 source of feedback for business ideas.

9. Jonathan Schwartz

Jonathan Ian Schwartz is the president and CEO of Sun Microsystems, the company that developed the now universally used JAVA platform. Schwartz uses Twitter to stay in touch with the trends of the technology market, and to communicate with employees and clients.

10. Pierre Omidyar

Pierre Omidyar is the Iranian-American entrepreneur who founded the now internationally known auction website eBay. He is the 120th richest person in the world according to the March, 2008 issue of Forbes magazine. Omidyar uses Twitter to give followers updates on his day-to-day activities as well as business-related developments.

Follow @resourcenation and @betsybrottlund on twitter.

It’s not a huge secret that a good portion of today’s big businesses are making much of their profits online. Wal-Mart’s website generates more sales per month than any of its actual stores. Buying and selling goods online has become, for many consumers in the U.S. and around the world, as common as going to the local grocery store.

But what is e-commerce, exactly? The Census Bureau defines e-commerce as “any business transaction whose price or essential terms were negotiated over an online system such as an Internet, Extranet, Electronic Data Interchange network, or electronic mail system.”  Offline businesses use e-commerce sales to complement store profits. Online-only enterprises such as Amazon.com or e-Bay allows for people all over the world with the same interests to connect and do business. The user-powered model of e-Bay empowered entrepreneurs to create their own private businesses and sell online. More than just selling stuff online, a good online business employs email, customer service chat, video, social networking such as a blog, community forum or thread and more to do business better.

Today, successful websites understand how to employ e-communications technology to build a consumer base and provide efficient, customer-focused services online. The internet economy has evolved since its beginnings in the mid-1990s. New innovations have created a more interactive, social World Wide Web, as well as jobs and opportunities for profit that did not exist before.

The Changing Internet Economy

A SmartEcon.com study describes the current internet economy as being made up of four different layers: infrastructure, applications, intermediaries and commerce.

• Infrastructure involves creating and maintaining the online network itself.  This means the ISPs, network hardware and software programs manufacturers, PC and server makers and security vendors.
• The applications layer involves all the programs and processes that provide products and services that make e-commerce possible. Multimedia applications, web development software, consultants, search engines, and online databases are all part of this category.
• The intermediary’s layer involves facilitating online business transactions. Online brokers, travel agents, content aggregators, ad brokers and portals are all examples.
• Commerce is the actual selling and buying of goods and services. This is the layer that involves business and consumers connecting online to conduct business. Online entertainment as well as the purchasing of goods and services falls under this layer.

Online shopping as a social activity

When the web first made the internet accessible to consumers in the 1990s, online shopping was something that a minority of internet users engaged in. Websites were single-page one dimensional spaces that companies used to provide information. It was a one-sided conversation, with sites providing information (usually in the form of text or photographs) and visitors taking it in. But the ability of internet users to comment on articles or write product reviews was not yet available.

Today, according to a 2008 global online survey, over 85% of the world’s internet users have made a purchase online, with the most popular buys being books, clothing, videos, DVDs, games, plane tickets and electronics.

What brought about this change?

In the early days of e-commerce web development, online shopping played a secondary role to a company’s actual store sales. It was a way for people who knew what they wanted to buy but didn’t have the time to go the store to make purchases conveniently.

Today, online shopping is a social activity. The internet is user-powered. People go online to see what other buyers have to say about a certain product. Research and communications between online buyers is just as much a part of e-commerce as the actual purchase transactions. Amazon’s user reviews, as well as websites like Consumer Reports, Bizrate, Shopping.com, and PriceGrabber.com offer information that is essential in the decision-making process of consumers.

But the social aspect of e-commerce goes beyond price comparisons and the simple product review. There are elements of community involved as well. Specialized consumer blogs where people can go to discuss special offers, upcoming products and shopping strategies have revolutionized the way people think about online shopping. Websites like Kaboodle, iliketotallyloveit.com and gosnopping.com are places where people can share their shopping experiences and rant about their experiences with the new iPhone or GPS system.

The fact of the matter is that e-commerce is growing and showing no signs of slowing down. As people become more and more comfortable with doing business online and networking with others via social networking sites, online identities will become an even more essential part of people’s lives.

Online businesses that wish to succeed must learn to use the social aspect of online shopping to their advantage. Providing a good infrastructure is not enough. Allowing consumers to feel like active participants is the key to generating traffic and differentiating your site from others.

Here’s a great opportunity for businesses that have grown wildly over the last few years: Inc. Magazine wants your story.  Winners of the Inc. 500|5000 will be featured in future Inc. print and online stories- a great way to gain publicity and recognition for your efforts in growing your company.

“Potential investors pay close attention to the Inc. 500|5000 list, and we received much investor interest over the past several years,” says Doug Fowler, CEO of SpectorSoft, a company named to the list several times four times since 2004.  Adds David Mammano, CEO of Next Step Publishing, named to the list in 2007: “Inc. has done a great job with the Inc. 5000 brand by making it a well-known, credible award known locally and around the world. It’s a nice universal stamp of approval.”

The award not only increases visibility for your business, it can also help feature your local community as a hotspot for growth.  Here are a few benefits winners of past awards have cited:

• Recognition: Company awards let employees know that their hard work matters

• Publicity: Along with the magazine feature, your business will be searchable on the Inc. 5000 database, and you’ll be eligible to attend the 2009 winner’s conference.  The Inc. award is recognized by customers, investors, and other businesses as one of the most prestigious for growing companies.

• Reputation: Many companies cited the boost in applications after winning the award.  National recognition allows you to attract and retain top talent.

• Community Visibility: Inc. also highlights winning companies by industry and geographic area.  Winning the award can be a great way to highlight your achievements in your own neighborhood.

• Inspiration: Women-owned and community-based companies are highlighted, allowing your business to serve as an inspiration to other entrepreneurs.

The mission of the 500|5000 contest is to reward those companies that are helping to jump-start the economy with rapid growth.  Applicants must have begun operations prior to 2005, and have sales revenue of over $2 million for 2008.  The contest deadline is approaching fast on May 22nd so visit the application page here for more details and specific qualifications.

If you are still starting out and don’t qualify yet for this contest, start now and grow your business with online marketing experts.